App Store
Where people discover, buy and download apps and games on every Apple device.
Overview
The App Store reaches people around the world with editorial stories, search, charts and In-App Events. Your product page tells your app's story with screenshots, previews and ratings, and custom product pages tailor it to different audiences.
Since WWDC26, a product page header and custom search result visuals let you lead with your brand, and you can swap them without submitting a new build.
Product page
Screenshots, previews, ratings and your story.
Custom product pages
Tailor the page to each audience or campaign.
In-App Events
Promote timely events right on the App Store.
Header and search visuals
Lead with your brand, updated without a new build.
History
How it grew up.
Introduced
Opens with 500 apps alongside iPhone OS 2.
Mac App Store
The App Store comes to the Mac.
Redesign
The Today tab and editorial stories arrive in iOS 11.
Privacy labels
Product pages show how apps collect and use data.
European Union
Alternative app marketplaces arrive in the EU with iOS 17.4.
Header and search visuals
New brand placements on iOS 27 and iPadOS 27.